Editor's Pick

We've gotta hand it to Red Bull and L.A. agency Kastner & Partners; the current stock
photo-driven print campaign strays awfully far afield for an energy drink, with photos of fat
kids, transvestites and assorted unathletic losers. There's even an ad, featuring a typical
woman-with-pierced-tongue shot, that goes out of its way to assure us the product does
not taste great. "Although Red Bull created the energy drink category in the U.S.," claims
Kastner CD Tim Braybrooks, "there's still very little awareness of its actual benefits, even
though they're listed on the can. Since Red Bull delivers so many benefits, we thought
we'd focus on the very few things that it doesn't do." Hence the line: "Red Bull does
everything it says on the can. And nothing it doesn't."